We highly recommend that you test more than one version of your direct mail campaign. This helps you reach the most people and ensure the desired response. Thankfully, testing today is much easier than in the past. Technology plays an ever-increasing role in analyzing direct marketing results. Where before, we were limited to A/B testing, now we use multivariate testing to measure performance.
Multivariate testing takes into consideration a number of components. The purpose of multivariate testing is to determine which combination of those variables perform the best out of all of the possible combinations.
The Core Elements of Multivariate Testing:
- Determine Your Multivariate Test. What is the metric you want to measure? Do you want a larger response or a higher conversion rate? Do you want to increase unit sales or improve cross-selling? These questions remain relevant and need to be answered.
- The Use of Digital Technology. Now you can easily and affordably test personalization, text changes, color, and graphics using simple tracking software.
- Faster Response Time. Make faster, sometimes immediate decisions, based on reliable insight. There is no need to delay your campaign. Get it out there in the most timely manner.
- Include Elements Beyond Your Direct Mail Piece. Is your landing page converting? Test new versions of your page by creating multiple copies and measuring performance. It’s been proven that integrating direct mail with online efforts provides a higher return on your investment. Further, optimize those dollars with inexpensive testing.
We highly recommend multivariate testing before sending out your direct mail campaigns. With today’s technology, tracking results do not present a problem. Mail Manager helps you develop your test and analyze the results. Our experience, coupled with the data, lets us create your most effective direct mail campaign.
Don’t forget to integrate your direct mail campaign with online elements. Multivariate testing works across all channels. Using it allows you to find the most effective version of your landing page. Make sure you pull in traffic and convert your leads.
Contact Mail Manager now to go over the possibilities.